Madison Avenue: Applying Traditional Marketing Best Practices to Search Marketing

The legendary reputations in the American advertising industry were built by brand visionaries who worked for large ad firms in New York. While many of these prominent icons of marketing are hailed for their genius, the true value they deliver is in distilling messages that speak to a consumer’s wants and needs.

Beyond catchy slogans and brand icons, web marketing today is about gathering data and targeting your customers with offers that are custom tailored to their location, budget and needs.

A Data-Driven Approach to Marketing

Traditional advertising firms often conduct surveys or test groups in order to analyze the impact of a particular message before releasing a product. In today’s marketing environment, trends are constantly shifting and you can launch a new campaign in a matter of hours based upon what you learn from your customers.

Web analytics provides insights into which parts of your website are generating the most leads and which need to be improved to ensure a seamless conversion funnel from beginning to end. The major advantage of small businesses today is that you can be nimble, responding to shifts in the marketplace by introducing a new special offer, service offering or approach that might take your larger competitors weeks to create.

As a successful business owner, you understand the power of cultivating brand loyalty through personal relationships. Effective online marketing carries those principles over from traditional advertising by segmenting potential customers according to their needs, and adjusting that message in real-time.



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Posted under Web Marketing on October 12th, 2009 |

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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.